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The Seasons BLOG
11th June 2012
Women spend over an hour a day thinking about fashion
Despite the gloomy financial outlook, it seems more of us than ever are paying attention to the way we dress and are taking pride in our appearance.
A survey from an online high street retailer found young women spend an average of an hour and 19 minutes each day thinking about fashion and mentally putting outfits together, or seeking inspiration from well-dressed females around them.
Some fashionistas even daydream about fashion more than 90 times a day, or once every 11 minutes.
Fashion stylist and TV personalisty Mark Heyes commented: "It sounds like a heck of a lot but when you look at it logically, the figure makes sense. Compared to 15 or 20 years ago, fashion is so engrained in our culture nowadays - it's all around us and is rarely more than a glance away, from billboards to magazines, to TV and the internet, not to mention the rise of celebrity and reality culture.
"What's more," he added, "thinking about fashion more often means we're likely to dress better - and in my eyes that's a good thing!"
The survey found women in Birmingham are most likely to be having fashion thoughts, with an average of 117 a day. London ladies conjure up catwalk images 108 times a day, while Liverpool lasses distract themselves 90 times a day with dreams of dresses and accessories.
In fact, the humble dress was the most imagined item of clothing, according to the survey, with nearly two-fifths of women thinking about frocks instead of bags, shoes or jewellery.
With the economy still looking somewhat shaky, it might be a good idea to switch from buying lots of cheap clothes that last just one season and instead invest in a few good quality women's designer fashion pieces that won't date.
Take the gorgeous By Malene Birger range, for example - the simple tailored blazers, silk shirts and relaxed dresses are right on trend for this season, but can be worn year after year because of their timeless style.
